While working from home has allowed many of us to forego parts of our morning beauty routines, it can still be hard to shake the feeling that we’re not meeting those ever-elusive beauty standards, especially for women. That’s what direct-to-consumer shaving brand Billie aims to highlight—and debunk—in its new spot “Are We Doing Video?” released this week.
The idea for the spot came after Billie co-founder Georgina Gooley noticed that every work from home Zoom meeting began with the same chorus of apologies. Part of that comes from being “face-to-face with your own face, so much more often than you would be if you were just working in a normal office,” she said. But it also speaks to a much bigger issue: that women find their failure to meet societal standards for beauty offensive enough to apologize for.
Gooley also pointed out the irony in people’s reticence to turn on their video during a chat. “The person on the other side really doesn’t care what you look like,” she said. “They’re just happy to see someone during this time.”
Doing all the campaign’s shoots over Zoom allowed for some unique opportunities. For example, the spot includes participants filming from their homes in the United States, the United Kingdom, Israel, Spain and Russia. To try to capture a more natural interaction between people, the director asked actors to recruit their friends to join the calls, so rather than having actors simulate a friend group or work team in a Zoom call, they were filming real family and friend groups chatting.
Calling out the unfairness and inconsistency of feminine beauty standards is something that’s been part of Billie’s DNA from the beginning. The brand launched in 2017 with the message that it wanted to offer a product that provided a way for women to get high-quality shaving products without the “pink tax,” which is a markup on women’s products just because they’re women’s products.
In 2018, one of the brand’s ads showing women with—gasp—actual body hair was flagged on Facebook as “adult material.” The groundbreaking goal of those ads was to frame shaving as something that women can choose to do or not, rather than something that’s a baseline requirement of femininity. “I think you’ll always see us really challenging the way women are sometimes pigeon-holed into having to look a certain way,” said Gooley.
Why it’s Hot:
As we see brands struggling to find their footing during the pandemic, it’s refreshing to see an ad that works and doesn’t begin with “in these unprecedented times.” Unlike many other companies who have tried to shift messaging during COVID to appear more relevant and sensitive, this spot doesn’t feel like a departure for Billie – it’s intrinsically linked to how they’ve always portrayed themselves, which is why it works.
As we continue to navigate advertising during COVID, it’s important for brands to remain grounded in what’s at the core of their brand.